After-sales service and brand reputation: a case of kitchen appliance industry

Abstract

Purpose

To build long-term relationships and gain a competitive edge, marketers need to provide customers with unique and distinct experiences that they cannot find in other companies. According to the literature, after-sales service helps to achieve these goals. By modeling the linkages between after-sales service, service quality, customer attitude and purchase intention, this study aims to understand how customers perceive after-sales service in decision-making in kitchen appliance industry.

Design/methodology/approach

Through purposive sampling, 324 respondents, primarily female, answered a structured questionnaire about their perception of after-sales service for kitchen appliance products. Previously well-established, validated scale measures from the extant literature were used. The responses were gathered using a seven-point Likert scale.

Findings

According to the findings, after-sales service quality is vital in kitchen appliance buying decisions. Accordingly, the higher the quality of service perceived by the customer, the more favorable the brand's attitude and purchase intention will be. Additionally, brand reputation was found to be an essential moderator between customer attitude and purchase intention, suggesting that the reputation of the kitchen appliance brand plays a positive and significant role in consumers’ purchase intentions.

Originality/value

It is well known that after-sales service plays a crucial role in current business scenarios, but empirical research on kitchen appliances has been scarce. This study aims to fill a void in the existing literature by investigating the relationships between after-sales service, after-sales service quality, customer attitude and purchase intention in the domain of kitchen appliances.

Citation

Nasir, M., Rajkumari, Y. and Adil, M. (2024), "After-sales service and brand reputation: a case of kitchen appliance industry", International Journal of Quality and Service Sciences, Vol. 16 No. 3, pp. 413-431. https://doi.org/10.1108/IJQSS-08-2023-0115

1. Introduction

The realm of Indian kitchen appliance industry is experiencing a significant transformation, propelled by technological advancements. In this dynamic landscape, the role of after-sales service (ASS) has become crucial for success (Nasir et al., 2017), providing manufacturers and retailers with a distinct avenue to enhance customer satisfaction. Given the intricate features of today’s kitchen appliances and the selective choices of the Indian consumer demographic, it is imperative to adopt a nuanced and responsive method for post-purchase assistance (Nasir et al., 2021). Going beyond the conventional warranty landscape, the concept of ASS includes an array of services, i.e. from practical demonstrations and system configurations to technical support and easily understandable manuals (Adil et al., 2020). In a competitive market, both manufacturers and retailers recognize the strategic importance of high-quality ASS. Widely recognized as a more dependable revenue stream compared to products (Nasir et al., 2017), ASS presents an avenue to mitigate the inherent volatility of the product industry. As this trend gains importance globally, it highlights the importance of building long-term customer relationships (Borchardt et al., 2018), providing firms with opportunities to enhance competitiveness (Shokouhyar et al., 2020; Li et al., 2014).

Specifically, in the Indian kitchen appliance market, ASS and after-sales service quality (ASSQ) have gained prominence (Murali et al., 2016a, 2016b, Nasir et al., 2021). According to a report from imarcgroup.com, the Indian market for kitchen appliances is expected to grow from $US5.6bn in 2023 to $US11.4bn in 2032. Rising incomes per capita and the growing importance of purchasing high quality and lasting value products among rural populations are factors that bode well for the future of the Indian kitchen appliance market. Furthermore, the rising popularity of e-retailers like Amazon and Flipkart and the rising number of working women, have also contributed to an explosion in demand for kitchen appliances (Mordor Intelligence, 2023). Given that ASS performance plays a vital role in consumers’ decision-making and engagement, organizations, therefore, have a chance to generate value by reshaping their ASS business model (Rudnick et al., 2020).

Considering this backdrop, the rationale for the current research is multifold: first, previous studies on ASS focused primarily on the automotive industry (Nasir et al., 2017; Habib and Sarwar, 2021), capital goods (Tavakoli et al., 2016; Rudnick et al., 2020) and telecommunications (Potluri and Hawariat, 2010), but home appliances have received very limited attention (Murali et al., 2016a, 2016b). Particularly in the Indian subcontinent where ASS in home appliances has not been extensively studied (Nasir, 2020). Second, although Murali et al. (2016a, 2016b) examined the effects of SERVQUAL dimensions on behavioral outcomes in home appliance companies, the SERVQUAL model did not show the same results. Scholars (such as Nasir, 2020; Nasir and Adil, 2020) argued that under certain conditions, the dimensionality of the model (e.g. SERVQUAL and SERVPERF) is found to be context/sample specific. It is possible that the number of dimensions that might emerge may not be the same as in the original study. For instance, as compared to Murali (2016a), where five ASS dimensions of SERVQUAL (i.e. reliability, assurance, tangibility, empathy and responsiveness) were used as independent variables, Murali (2016b) uses four dimensions as independent variables and tests their impact on the fifth dimension of SERVQUAL (i.e. reliability). Hence, for a more complete understanding, context-specific dimensionality may need to be identified and examined (Nasir et al., 2022) in the kitchen appliance industry. Third, kitchen appliance companies may differ from those in other industries in terms of customer demographics, product features and pricing, therefore, may not experience the same level of technical assistance. Hence, it is imperative for researchers to study the kitchen appliance market to understand the unique needs and preferences of their target demographic.

Finally, a fundamental gap is observed in the extant ASS literature since researchers used a number of variables without considering the context specificity of the kitchen appliance products. For instance, Murali et al. (2016a) examined the effects of ASS dimensions of SERVQUAL on behavioral outcomes such as customer satisfaction, customer retention and “customer loyalty” in the context of home appliances. Surprisingly, of the three product categories studied, two products showed similar results (i.e. LPG stove and water purifier indicated that ASS dimensions − reliability, responsiveness and tangibility − significantly influence customer satisfaction). However, the third product (mixer grinder) showed completely different and varying results. Consequently, this shows that influential factors shift as the products change. Hence, it is imperative to determine which factors are most critical to each product so as to tailor specific strategies.

To fill this void in the ASS literature, the current study examines ASS key factors and holistically analyzes their effects on ASSQ, customer attitudes and purchase intentions. Additionally, this study examines the moderating role of brand reputation on the relationship between customer attitude and purchase intention. Consequently, we aim to fill a significant gap in the literature by focusing specifically on the kitchen appliance industry. By providing industry-specific insights, this study contributes to the theoretical understanding of how ASS can be leveraged to meet the demands of a dynamic and diverse consumer base in the Indian market. Managers and kitchen appliance manufacturers can also use the findings to improve their ASS offerings. As a consequence, this leads to increased customer satisfaction, loyalty and overall business performance.

2. Literature review

2.1 After-sales service

In existing literature, the term ASS is often interchangeably used with concepts such as customer service, product support and technical assistance. While Tavakoli et al. (2016) comprehensively discussed the categorization of ASS activities related to delivery, pricing, policies and services, Murali et al. (2016a) and Yadav and Joseph (2017) emphasized the significance of SERVQUAL dimensions − responsiveness, assurance, empathy, tangibles and reliability − in ASS activities. However, it is also important to note that Nasir et al. (2021) asserted that components such as warranty, repair and maintenance and communicational support are significant predictors of both ASS and ASSQ (Nasir et al., 2021).

The role of ASS has undergone significant changes in recent decades, especially in the context of providing services for kitchen appliances. Furthermore, offering ASS across various industries requires a comprehensive approach that combines innovative technologies with strategic frameworks. These models aim to boost service efficiency, lower operational costs and enhance overall customer satisfaction (Verma, 2022). The importance of ASS is also highlighted by its influence on brand perception and customer retention rates. By addressing customer needs after purchase, companies can build stronger relationships with their clients, thus encouraging repeat business and referrals through positive word of mouth. Therefore, the strategic implementation of ASS components and frameworks is crucial for shaping the customer experience and maintaining market relevance in an increasingly competitive business environment (Tavakoli et al., 2016).

The evolution of ASS extends beyond household appliances and encompasses various industries and organizational settings. Notably, the implementation and management of ASS have become critical for maintaining competitive advantage, ensuring customer satisfaction (Verma, 2022) and fostering long-term customer loyalty (Tavakoli et al., 2016). As a result, technicians must not only be technically proficient but also possess a deep understanding of product details. Therefore, in selecting diligence, timeliness, communication, customer support, technical expertise and warranty as key components of ASS influencing ASSQ in the kitchen appliance context, the following justifications were considered:

• in the context of kitchen appliances, diligent service ensures that appliances are maintained and repaired correctly, enhancing customer satisfaction and trust;

• timeliness involves providing ASS promptly and within an acceptable timeframe. In the kitchen appliance industry, timely repairs and maintenance are essential to minimize disruption in the daily routines of customers;

• effective communication ensures that customers are informed about the status of their service requests, the nature of issues related to the kitchen appliance and the expected timelines for resolution;

• robust customer support ensures that customers can easily seek help and get their problems addressed related to kitchen appliances;

• in kitchen industries, where technical issues can be complex, having skilled technicians is vital for effective diagnosing and problem resolution; and

• warranty provides customers with a guarantee of service and repairs of kitchen appliances within a specified period.

By selecting these industry-specific variables, this research aims to comprehensively capture the key dimensions of ASS and ASSQ that are most relevant and impactful in the kitchen appliance industry, thereby addressing the need for context-specific dimensionality, as highlighted in previous studies (Nasir et al., 2022).

2.1.1 Diligence.

It is a critical component that consists of a sense of responsiveness and dependability (Agnihotri et al., 2017). To make customers feel important and valued, workers must engage with them and also put in the extra effort to delight them. They should also treat customers’ requests and inquiries as paramount, do everything they can to accommodate them, and make themselves easily accessible at all times (Agnihotri et al., 2017). Customers expect service professionals to do more than respond to their call-in service exchanges; they want them to perform the required action to improve their perception of ASSQ and satisfaction. Thus, we hypothesize that:

H1.

Diligence has a positive and significant influence on perceived ASSQ.

2.1.2 Timeliness.

In the context of ASS, it is imperative for a service provider to execute a sequence of actions while simultaneously establishing the necessary tools and components to sustain the service (Chiguvi, 2020). Michnik and Lo (2009) define “timeliness” as arriving early or at the right time. Timeliness and problem resolution are found to be important determinants of customer satisfaction (Widiyanto et al., 2021). The waiting time for a customer to get the service depends on balancing the service time requirements versus the number of professionals available and the number of services to be delivered. According to Confente and Russo (2015), an increase in service capacity leads to a decrease in the overall waiting time for service delivery. Subsequently, customers expect prompt assistance, and any delay in providing such service has the potential to diminish the overall perceived ASSQ by customers. Consequently, this can have a negative impact on customer satisfaction and lead to the development of an unfavorable attitude toward the specific brand. Thus, we hypothesize that:

H2.

Timeliness has a positive and significant influence on perceived ASSQ.

2.1.3 Communication and customer support.

The provision of communication services is an integral component of the ASS process, as it facilitates the prompt transmission of information to customers (Nasir et al., 2021). In the same way, kitchen appliance customers often ask for product descriptions, details about available services, delivery dates and prices (Potluri and Hawariat, 2010). Furthermore, buyers consider customer service as the initial point of contact for communicating their problems and issues. Superior customer service is indispensable to an organization's long-term sustainability owing to competitive advantage (Akbar et al., 2010; Sheth et al., 2020) and thus contributes to profitability (Briggs et al., 2020). Companies in today’s highly competitive global market are focusing on increasing ASSQ to draw in and keep valuable clients. Nevertheless, it is an undeniable reality that errors, failures and complaints are bound to occur inside the realm of business (Santa et al., 2024). The occurrence of any disparity in service performance elicits adverse emotions and frequently results in customers expressing unjustified reactions (Nasir et al., 2021). Furthermore, consumers expect equitable treatment for their issues and grievances, encompassing both the organization's response and its resolution (Chiguvi, 2020). Therefore, we hypothesize:

H3.

Communication and customer support have a positive and significant influence on perceived ASSQ.

2.1.4 Technical skills.

The significance of trained people in the service industry cannot be overstated since they are the individuals responsible for interacting directly with customers and performing the ASS (Chiguvi, 2020). Technical knowledge and expertise are important competencies to look in employees (Sfar, 2024), which not only help them to diagnose the problem accurately but also provide appropriate solutions in a timely manner, fostering client trust, satisfaction and loyalty (Nasir, 2020). Such characteristics of ASS are important for serious consideration on the part of businesses (Nasir et al., 2021). In the realm of the kitchen appliances business, the idea of ASSQ has been widely recognized as a pivotal factor that incorporates the combined attributes and functionalities of a product and service, ultimately influencing its capacity to effectively meet the expectations of customers (Nasir et al., 2021). Finally, to provide excellent service and guarantee a remarkable service experience, it is crucial that front-line staff receive constant training to upgrade their technical knowledge. Therefore, we postulate that the following hypothesis:

H4.

Technical skill has a positive and significant influence on perceived ASSQ.

2.1.5 Warranty.

Warranty plays a pivotal role in the context of ASS, as highlighted by Rahman and Akhter (2022), exerting a notable influence on the overarching decision-making process. Integral to product support, warranties serve as a cornerstone in ensuring customer satisfaction and loyalty. Moreover, they serve as a lucrative avenue for businesses, acting as a cash generator through various channels such as repair services, sale of spare parts and accessories (Borchardt et al., 2018; Ahmad and Mohsin Butt, 2012). This multifaceted approach not only fosters trust and confidence among consumers but also contributes significantly to the revenue stream of companies in the ASS sector. Customers expect replacement or return options in case the product fails to perform the operation as per specifications and promises made by the manufacturer. The assurance given by the manufacturers in terms of warranty boosts the customer confidence toward the usage of the product and enhances sales (Shaharudin et al., 2009). Providing a warranty by the manufacturer may act as a differentiator and encompasses a strategic perspective (Kirkizoglu and Karaer, 2022). As observed by Andaleeb and Basu (1998), warranties not only represent a legal obligation but also significantly shape customers' perceptions of service quality. It acts as a tangible manifestation of the provider's dedication to satisfaction, instilling confidence in the reliability and durability of the offered service. In essence, warranties function as a crucial indicator of the overall quality customers can expect, forming a pivotal component in their decision-making process and ongoing relationship with the service provider (Shaharudin et al., 2009). Thus, we hypothesize that:

H5.

Warranty has a positive and significant influence on perceived ASSQ.

2.1.6 After-sales service quality, customer attitude and purchase intention.

The importance of ASSQ has been highlighted by numerous marketers within the service industry in recent years (Nasir et al., 2021). The notion of ASSQ is characterized as a cognitive evaluation over an extended duration, specifically focusing on the perceived excellence or superiority of an organization's product. The implementation of a customer-oriented quality plan holds significant importance for service organizations as it serves as a catalyst in influencing customers' behavioral intention to engage in ongoing patronage (Zhengwei and Jinkun, 2012). Zeithaml et al. (1988) suggest that the evaluation of ASSQ, comparable to customer attitudes, provides consumers with a thorough assessment of products.

Furthermore, attitude can be defined as an enduring assessment, emotional response and inclination to favor or disfavor a specific entity or concept (Kotler, 1997). According to Etzel et al. (1997), attitude refers to a predisposition toward learning that leads customers to consistently exhibit either positive or negative responses toward a certain thing or to potentially alter their intention to make a purchase (Li-Ming and Wai, 2013). Previous researchers such as Sadiq et al. (2019) and Javed and Wu (2020) have highlighted the significant impact of customer satisfaction and convenience on behavioral intention, particularly in relation to both pre-and post-service experiences. Furthermore, prior studies have unveiled valuable insights into the relationship between perceived quality and emotions, encompassing various dimensions of quality, as demonstrated by Kim and Lennon (2013) and Souki et al. (2020). Consequently, we hypothesize:

H6.

ASSQ has a positive and significant influence on customer attitude.

H7.

Customer attitude has a positive and significant influence on purchase intention.

2.1.7 Brand reputation as a moderator.

The concept of quality associated with a brand’s name is commonly referred to as its reputation (Bang et al., 2014). Customers perceive the brand reputation as an essential element of the product, enhancing its value and facilitating easy recognition and differentiation from competing offerings (Afzal et al., 2010). Aaker(1996) contends that both businesses and customers closely consider a brand’s reputation concerning the products they offer or purchase. As a result, a kitchen appliance brand with a positive reputation may attract greater customer attention and preference compared to competitive brands, leading to heightened purchase intent, increased sales and enhanced customer engagement, or vice versa.

There is evidence to support that brand equity and brand reputation are significant factors that influence consumer loyalty (Yao et al., 2024). Companies can also benefit from having a good reputation, as customers are more likely to purchase from a company that has a good reputation for customer service. Brand reputation has also been used by some scholars as a moderator in determining attitudes and behaviors (Bang et al., 2014), and in determining customer engagement and value of relationships between brands and customers (Touni et al., 2022). Consequently, we propose:

H8.

Brand reputation moderates the relationship between customer attitude and purchase intention.

As a result of combining all hypotheses, Figure 1 provides a conceptual model.

3. Research methodology

Using a quantitative approach, the current research examines the research hypotheses. For this reason, an e-questionnaire was developed in English. Following Suhartanto et al. (2024) and Nasir et al. (2021), we used a nonprobability-based purposive sampling technique. Respondents were primarily women from the Delhi-National Capital Region of India. Our analysis included 324 responses.

3.1 Pretesting and pilot study

We used prevalidated scales to measure the variables in the present study. The questionnaire was subjected to a review by five subject experts and three service managers to ensure content validity. As a result, the layout, structure, statement arrangement and language have been modified. Also, to make the questionnaire simpler and easier to understand, a few items have been rephrased.

To ensure clarity, unbiasedness, and to provide valid and reliable results, we chose to conduct a pretesting experiment on 35 subjects (Nasir and Adil, 2020). Therefore, while respondents filled out the questionnaire, the researchers examined them carefully. Later, they also asked for their personal opinions and suggestions regarding the questions or statements used in the questionnaire. It is interesting to note that only a few useful suggestions were received, and only minor changes were made to the instrument. As a result, the final research instrument was used for a pilot study on 100 respondents, out of which 72 responses were considered complete. We dropped two items from the construct diligence because of poor factor loading. Finally, in line with the suggestions of Hayes and Coutts (2020), McDonald's Omega (ω) was used to test the internal consistency of the scale, and each dimension met the standard cut-off value of 0.7 (Nasir et al., 2022).

3.2 Sampling

To generate responses, we used a nonprobability purposive sampling technique (Nasir et al., 2021) to target respondents, mostly women living in the Delhi-National Capital Region of India. In accordance with Rafiq et al.'s (2022) recommendation, respondents were contacted through an e-survey from March 2023 to May 2023. We recruited participants through social media platforms, forums for kitchen appliances and various social media groups for faculty, staff and students to ensure geographic representation and gender diversity. Based on Hair et al.'s (2014) rule of 10 times the number of items, we set a target of 400 responses. Two reminder emails were sent fortnightly, and 346 responses were received within two months. In the empirical analysis, 324 responses were included after being screened for incompleteness or extremeness.

The seven-item diligence scale was derived from Agnihotri et al. (2017) and the four-item timeliness scale was drawn from Murfield et al. (2017) and Nasir et al. (2021). For communication and customer support, three of the five items were taken from Yoon (2010) while two were taken from Nasir et al. (2022). Similarly, Nasir (2020) provided a four-item technical expertise scale; Murali et al.(2016a, 2016b) and Shaharudin et al. (2009) provided two items of warranty. Furthermore, we adapted a three-item scale to measure customer attitude (Dogra et al., 2023b) and purchase intention (Dogra et al., 2023a). While ASSQ was measured with three items drawn from Nasir et al. (2021), a four-item scale was adapted from Rather et al. (2024) to measure brand reputation (see Appendix).

The responses to the e-questionnaire were gathered using a seven-point Likert scale, with each response ranging from 1 for “strongly disagree” to 7 for “strongly agree.” A structural equation modeling (SEM) analysis was conducted using analysis of moment structures (AMOS) 24 software (Shahid et al., 2024) to test the interrelationships between the variables (Adil et al., 2020). Table 1 highlights respondents' demographic information. The majority of sample respondents − roughly 68% − are female. Most respondents earn less than Rs 50,000 per month. The sample is balanced, with 45% of respondents aged up to 35 years.

3.3 Common method variance

As a way of ensuring that the data obtained is free from any bias (Kirmani et al., 2022), we used a common approach to variance using the Harman single factor test in IBM AMOS 24.0 (Shahid et al., 2024). Since the model was conceptualized to be a five-factor model (see Figure 1), the model fit did not appear to be satisfactory for the single factor (CMIN/df = 11.22; CFI = 0.599; TLI = 0.634; RMSEA = 0.187; SRMR = 0.0957). As a result, there was no common variance in the data collected.

4. Results and discussions

4.1 Reliability and validity measures

Although Cronbach's alpha (α) has been extensively used as a metric of scale reliability, it is also misunderstood (Hayes and Coutts, 2020). Researchers such as Hayes and Coutts (2020), Graham (2006) have expressed serious concerns against α as the number of items in a construct severely influences it. This implies that if we hold constant the average inter-item correlation, α increases with the number of items. Hayes and Coutts (2020) noted that while α is often described as an internal consistency measure of reliability, it does not directly reflect internal consistency or homogeneity. Therefore, researchers (Green and Yang, 2009; Trizano-Hermosilla and Alvarado, 2016) hold the strong belief that α is not the best measure or even the preferred method for measuring reliability. Therefore, following Hayes and Coutts (2020), Nasir et al. (2021), Kirmani et al. (2022) and Sadiq et al. (2022), we preferred ω to α for estimating a scale's internal consistency. The obtained value for each construct exceeded the 0.7 threshold (Hayes and Coutts, 2020), ensuring satisfactory scale reliability.

Furthermore, the scale's convergent and discriminant validity were examined to establish construct validity. The scale's convergent validity was assessed through the average variance extracted (AVE) and composite reliability (CR) scores. The values of AVE and CR were found to be more than 0.5 and 0.7, respectively, for each construct, indicating convergent validity. Moreover, the square root of AVE, exceeds the interconstruct correlation values, indicating adequate discriminant validity (see Table 2).

4.2 Model fitness

This study followed the two-step approach proposed by Anderson and Gerbing (1988). As a first step, we perform a confirmatory factor analysis (CFA) on the measurement model. The next step involved examining the structural relationship between the latent variables via SEM using AMOS 24. The CFA shows that the overall model fits well, with fit indices within acceptable limits (CMIN/df = 2.32; CFI = 0.952; TLI = 0.911; AGFI = 0.899; RMSEA = 0.07). Following this, the structural results in Table 3 confirmed all hypotheses (H1−H7). Among all ASS components, technical expertise (β = 0.407), timeliness (β = 0.376) and warranty (β = 0.223) were the most influential factors. In addition, ASSQ, customer attitude and purchase intention were found to be significantly related. As a result, all structural hypotheses proposed in this study were confirmed.

4.3 Moderation effects

The moderation effect of “brand reputation” was also determined between the customer attitude and purchase intention using Statistical Package for Social Sciences process macro model 1. The finding confirms H8, showing that brand reputation positively moderates the relationship between customer attitude and purchase intention. This implies that customers who perceive a kitchen appliance brand as reputable are more likely to purchase products from it. Hence, companies should prioritize maintaining a positive brand reputation to increase customers' purchase intention and maximize sales (see Table 3).

5. Discussion and implications

5.1 Discussion

This study investigates the relationships between the dimensions of ASS, ASSQ and behavioral outcomes such as customer attitude and purchase intention. The results presented in Table 3 validate all hypothesized relationships (H1−H7).

Consistent with H1, diligence significantly correlates with ASSQ (β = 0.245, p < 0.026). This finding aligns with Murali et al. (2016a, 2016b), who identified reliability and responsiveness as crucial factors of ASS in the context of home appliances. As a result, kitchen appliance managers and marketers need to prioritize this. H2 also finds support, indicating a positive and significant relationship between timeliness and ASSQ (β = 0.376, p < 0.005). This result corroborates Nasir et al. (2021), who demonstrated the significant impact of service lead time on ASSQ, albeit in the two-wheeler automobile sector.

Furthermore, the study confirms the hypothesized relationships for H3, H4 and H5, indicating that communication and customer support (β = 0.204, p < 0.023), technical expertise (β = 0.407, p < 0.000) and warranty (β = 0.223, p < 0.021) significantly influence ASSQ. These results are consistent with the findings of Oni et al. (2016) and Nasir et al. (2021). These results show that customer loyalty and satisfaction can be achieved through effective communication and strong customer support. Meanwhile, technical expertise and warranty contribute to building trust and transparency.

Moreover, ASSQ (H6) significantly impacts customer attitude (β = 0.395, p < 0.009), which subsequently influences purchase intention (H7) (β = 0.298, p < 0.036). These findings are in agreement with the studies by Wu and Chan (2011), Oni et al. (2016) and Putra et al. (2017). Findings reveal that managers who allocate resources toward improving ASSQ have a significant impact on customers’ attitudes and purchase intentions. An intensive service training program, effective complaint resolution systems and regular customer follow-ups could be implemented to achieve this goal.

Additionally, the study explored the moderating effect of brand reputation. As shown in Table 3, brand reputation moderates the relationship between customer attitude and purchase intention (β = 0.189, p < 0.002), thereby supporting H8. The finding implies that when companies allocate resources toward brand-building activities, they increase ASS visibility and awareness and, thus, increase sales. As a result, these insights contribute valuable knowledge to the field, providing a comprehensive understanding of the dynamics between ASS attributes and consumer behavior.

5.2 Theoretical implications

By examining a holistic model in the kitchen appliance industry, this study provides a deeper understanding of ASS. First, the study addresses a significant gap in the existing literature on ASS by shifting the focus from predominantly studied industries such as automotive, capital goods and telecommunications to the less explored realm of home appliances, specifically kitchen appliances. This diversification enriches the theoretical understanding of ASS across different industry contexts. Second, the study advances theoretical understanding by challenging the applicability of the conventional use of standardized models like SERVQUAL in evaluating ASS. As such, it posits that the dimensionality of ASS is context-specific and should be tailored to the unique characteristics of kitchen appliances. By doing so, it provides a nuanced framework that can better capture the specific ASS dynamics in the Indian market. Third, findings contribute to the theoretical discourse by highlighting the heterogeneity within the kitchen appliance category itself, suggesting that ASS strategies must be product-specific. This insight calls for a refinement of existing strategies that often treat home appliances as a monolithic category, thereby encouraging more granular and targeted theoretical models. Fourth, the research fills a significant gap in the literature by focusing specifically on the kitchen appliance industry in India, a market that has been underrepresented in previous studies. By providing industry-specific insights, this study contributes to the theoretical understanding of how ASS can be leveraged to meet the demands of a dynamic and diverse consumer base. Finally, the findings suggest the need for kitchen appliance companies to rethink and reshape their ASS business models to better align with different product categories and demographic segments, leading to more accurate and relevant insights.

5.3 Managerial implications

From a managerial perspective, the insights derived from this study offer actionable strategies for kitchen appliance companies. First, since, in our study, we found that technical expertise and timeliness have the greatest influence on the ASSQ, kitchen appliance managers and marketers need to prioritize this and should improve their recruitment processes to attract professionals with strong technical backgrounds. Investing in regular training programs to update these professionals on the latest technological advancements and repair techniques can ensure that they remain at the forefront of industry standards. Similarly, developing structured training modules that emphasize efficient diagnostic and repair practices can reduce service times, leading to higher customer satisfaction. Second, to resolve customer queries and complaints within a reasonable timeframe, an advanced customer relationship management system should be implemented. Ensure that support staff are trained to use these systems effectively to provide timely and accurate responses. Third, the inclusion of brand reputation as a moderator introduces a new strategic angle, indicating that to maximize the impact of their ASS, businesses should allocate resources toward brand-building activities, such as public relations campaigns, social media engagement and customer testimonials. Fourth, comprehending the subtle characteristics of ASS unique to kitchen appliances allows businesses to develop a consistent service quality framework that ensures every customer interaction aligns with the brand’s quality standards. Regular audits and customer feedback mechanisms can help maintain this consistency. Fifth, since kitchen appliances encompass advanced technological features, businesses could integrate digital tools such as chatbots for initial customer interactions. This can enhance effectiveness and efficiency by streamlining service procedures that may include features like customer service portals, and remote diagnostics. Sixth, kitchen appliance companies could design loyalty programs that offer benefits such as extended warranties, priority service and special discounts for their continued patronage. Finally, managers could design promotional campaigns that showcase some real-life success stories and customer testimonials to build trust and credibility among customers. Hence, by implementing these strategies, kitchen appliance companies can not only enhance their ASSQ but also strengthen their brand reputation, leading to increased customer satisfaction, loyalty and, ultimately, higher sales.

6. Limitation and future scope

As with other studies, this study also has some shortcomings. Since this study uses a relatively small sample size compared with the overall population, the results may not be as accurate and generalizable. In the future, researchers should use a larger sample size with a better representation of the population. Second, the study relies on the responses of the customers without taking into account the responses of the ASS personnel. Future researchers may also include the service personnel and manager’s perspective to have a better and overall overview of the ASS. Third, to generalize the findings and to gain new insights, future scholars should use more ASS variables such as “product installation” and “problem diagnostics” and should replicate the study in different settings. Fourth, although the geographical region taken into consideration exhibits population characteristics, it appears small compared to the overall Indian kitchen market. Thus, considering the rich cultural diversity across the country, further research should focus on covering a broader geographical area. Finally, the present study focused on understanding the role of the moderator, “brand reputation.” For a deeper understanding of the phenomenon, future researchers may replace “brand reputation” with “brand credibility” to get different insight.

7. Conclusion

The overall results show that in the context of kitchen appliances, technical expertise was found to be the most important component, followed by timeliness. Communication and customer support are the least important attributes when compared to other attributes, but they are statistically significant. It is noteworthy that the present study is pioneering in that it introduces “Brand reputation” as a moderator of the relationship between customer attitude and purchase intention, which is significant and positive. Thus, the ASS dimensions examined in the present study are important and play a crucial role in forming customer perceptions of the quality of the ASS provided in the Indian kitchen appliance industry.

Figures

Figure 1.

The conceptual model

Table 1.

Demographic profile of the respondents

Variable	Category	Frequency	%
Gender	Male	104	32.09
	Female	220	67.91
Age (in years)	18–30 years	62	19.13
	31–35 years	84	25.93
	36–40 years	110	33.95
	Above 45 years	68	20.99
Educational qualification	High school	52	16.05
	Intermediate	74	22.84
	Graduate	104	32.10
	Post graduate	68	20.99
	Any other	26	8.02
Occupation	Student	55	16.98
	Service	116	35.80
	Business	87	26.85
	Self employed	66	20.37
Monthly income (in INR)	Below Rs 10,000	9	2.78
	Above Rs 10,000–30,000	133	41.05
	Above Rs 30,000–50,000	117	36.11
	Above Rs 50,000	65	20.06

Source: Authors’ own work

Table 2.

Convergent and discriminant validity

	AVE	CR	(1)	(2)	(3)	(4)	(5)	(6)	(7)	(8)
Diligence (1)	0.506	0.836	0.711
Timeliness (2)	0.503	0.802	0.41	0.709
Communication and customer support (3)	0.508	0.838	0.33	0.29	0.713
Technical expertise (4)	0.511	0.807	0.27	0.15	0.19	0.715
Warranty (5)	0.591	0.743	0.19	0.31	0.30	0.21	0.769
After-sales service quality (6)	0.505	0.754	0.17	0.39	0.45	0.40	0.36	0.710
Customer attitude (7)	0.502	0.751	0.20	0.43	0.41	0.51	0.38	0.52	0.708
Purchase intention (8)	0.513	0.760	0.22	0.28	0.32	0.38	0.41	0.53	0.56	0.716

Note:

Square root of AVE is diagonally shown in italic

Source: Authors’ own work

Table 3.

Structural results

Hypothesis	Path	Path coefficient	p-value
H1	Diligence → ASSQ	0.217	0.026
H2	Timeliness → ASSQ	0.376	0.005
H3	Communicational and customer support → ASSQ	0.204	0.023
H4	Technical expertise → ASSQ	0.407	0.000
H5	Warranty → ASSQ	0.223	0.021
H6	ASSQ → customer attitude	0.395	0.009
H7	Customer attitude → purchase intention	0.298	0.036
H8	Customer attitude x brand reputation → purchase intention (LLCI: 0.202; ULCI: 0.412)	0.189	0.002

Notes:

ASSQ = After-sales service quality; x- interaction effect; LLCI = Lower limit confidence interval; ULCI = Upper limit confidence interval

Source: Authors’ own work

Table A1.

Measurement scale

Variable	Items code	Items
Diligence	Del1	My kitchen appliance service department is never too busy to respond promptly to my special requests
	Del2	My kitchen appliance service department makes sure I can reach them when I need something important
	Del3	My kitchen appliance service department returns calls promptly whenever they are unavailable
	Del4	My kitchen appliance service department provides the information I request in a timely manner
	Del5	My kitchen appliance service department ensures I can always reach them within 24 hours
	Del6	My kitchen appliance service department delivers services when it promises to do so
	Del7	My kitchen appliance service department keeps service records of our past interactions
Timeliness	TR1	My kitchen appliance company provides on-time after-sales service
	TR2	The company that sells my kitchen appliances picks up the appliance on time for after-sales service
	TR3	My kitchen appliance company provides quick after-sales service
	TR4	I get my after-sales service performed in a reasonable time
Communicational and customer support	CCS1	I can complain online or through email about my kitchen appliance in case of any problem
	CCS2	My kitchen appliance company's customer support department is ready to address and solve customer problems and dissatisfaction
	CCS3	In case of a problem, I receive quick responses and feedback online
	CCS4	My kitchen appliance company provides 24x7 customer support
	CCS5	Effective customer support is critical for after-sales service
Warranty	W1	I find my kitchen appliance warranty policy reasonable for after-sales service
	W2	There is a clear explanation of terms and conditions in my warranty contract, which I find to be appropriate
Technical expertise	TE1	The after-sales service staff of my kitchen appliance company is technically competent
	TE2	My kitchen appliance company has professional service staff
	TE3	Employees of my kitchen appliance brand are able to fix problems right at the first time
	TE4	Employees of my kitchen appliance brand are experienced
After-sales service quality	ASSQ1	My kitchen appliance company provides quality after-sales service
	ASSQ2	Overall quality of my kitchen appliance after-sales service is good
	ASSQ3	I believe quality of after-sales service shapes brand perceptions
Customer attitude	CA1	I consider after-sales service important during the purchase decision for kitchen appliances
	CA2	I like the idea of purchasing kitchen appliances from brands that provides after-sales service
	CA3	It would be pleasant to purchase kitchen appliances that provide after-sales service options
Purchase intention	PI1	I expect to purchase kitchen appliances with better after-sales service in the near future
	PI2	I think people will purchase more kitchen appliances if after-sales service is good
	PI3	While purchasing kitchen appliances by ignoring after-sales service is not a good idea
Brand reputation	BR1	My kitchen appliance service department is trustworthy
	BR2	My kitchen appliance service department is reputable
	BR3	My kitchen appliance service department makes honest claims
	BR4	The values behind my kitchen appliance service department are strong

Source: Authors’ own work